Edinburgh Military Tattoo seeks Chinese beat

July 16, 2017 by  

One of the most important annual events held in Scotland is aiming to find the right beat to drum up Chinese interest, having inked a new contract for ticket sales with a technology firm from the Asian country.

As of next year, the Royal Edinburgh Military Tattoo will be launching a new live ticket booking system specifically for China. Its partner in this enterprise will be the company responsible for the highly successful WeChat service, with the link-up between the two being described as a ‘game changer’.

The hope is that the Tattoo can exploit WeChat, which is the dominant Chinese social media platform, by offering tickets for sale via the in-built mobile payment solution.

It will be the very first Scottish business to make use of WeChat Pay, and this is part of a move to raise the profile of the Tattoo in China before it is staged there in three years’ time.

The Tattoo’s producer and chief executive, Brigadier David Allfrey, told the Scotsman:

“This is all about making it much easier for Chinese customers to come to the Tattoo. We’ve increasingly got two sets of them now – those that come here with tour companies and private individuals.”

Events such as this one, which are popular with tourists, often rely on local places that are able to supply postcard printing so that souvenirs are available.